{"id":3637,"date":"2015-08-14T12:00:05","date_gmt":"2015-08-14T10:00:05","guid":{"rendered":"https:\/\/blog.eoprod.com\/?p=3637"},"modified":"2023-04-14T15:23:32","modified_gmt":"2023-04-14T13:23:32","slug":"mcdonalds-comme-une-tache-de-ketchup-sur-la-marque-employeur","status":"publish","type":"post","link":"https:\/\/www.eoprod.com\/blog\/mcdonalds-comme-une-tache-de-ketchup-sur-la-marque-employeur\/","title":{"rendered":"MCDONALD&rsquo;S : COMME UNE TACHE DE KETCHUP SUR LA MARQUE EMPLOYEUR"},"content":{"rendered":"<p>En 2008 McDonald\u2019s donnait \u00e0 d\u00e9couvrir au grand public ce qui demeure sans nul doute, du moins \u00e0 ce jour, une des campagnes les plus efficaces en mati\u00e8re de marque employeur.<\/p>\n<p>Piq\u00fbre de rappel\u00a0:<\/p>\n<div class='avia-iframe-wrap'><div class=\"video-container\"><iframe width=\"1333\" height=\"1000\" src=\"https:\/\/www.youtube.com\/embed\/vxpOBeaeJlw?feature=oembed\" frameborder=\"0\" allowfullscreen><\/iframe><\/div><\/div>\n<p>Ce spot publicitaire, issu d\u2019une s\u00e9rie de 3 films, occupe en effet une bonne place dans le top 10 des pubs qui donnent vraiment envie d\u2019y croire.<\/p>\n<p>Instant de vie capt\u00e9 sur le vif, le d\u00e9sarroi du jeune Julien Boissy face aux r\u00e9actions de son interlocutrice &#8211; une ancienne professeur, la m\u00e8re d\u2019un ami (?) \u2013 sonne incroyablement juste. De par sa qualit\u00e9 d\u2019\u00e9criture et la r\u00e9alisation au cordeau, quasi chirurgicale de\u00a0<a href=\"https:\/\/fr.wikipedia.org\/wiki\/Jacques_Audiard\" target=\"_blank\" rel=\"noopener\">Jacques Audiard<\/a>, rarement campagne n\u2019aura su rendre compte avec une telle acuit\u00e9 des pr\u00e9jug\u00e9s que tous nous portons sur certains emplois. Un clivage que le script a la grande intelligence de ne pas chercher \u00e0 surmonter par un quelconque happy end o\u00f9 les 2 parties viendraient \u00e0 se comprendre, bien au contraire.<\/p>\n<p>Car depuis 2005 et sa premi\u00e8re campagne \u00ab\u00a0emploi\u00a0\u00bb, l\u2019enseigne aux arches d\u2019or a totalement int\u00e9gr\u00e9 la logique de marque employeur au sein de sa strat\u00e9gie globale de communication, jusqu\u2019\u00e0 plus r\u00e9cemment encore avec cette\u00a0<a href=\"https:\/\/www.youtube.com\/watch?v=ZsZrFG2ZXVE&amp;index=1&amp;list=PLvYtpwtkCTWujvb7U7IT7crxcgR-8PFwM\" target=\"_blank\" rel=\"noopener\">nouvelle s\u00e9rie<\/a>\u00a0de films.<\/p>\n<p>C\u2019est qu\u2019aux destin\u00e9es de McDonald\u2019s France, pr\u00e9side un professionnel de la communication. Parcours et profil atypique, loin, tr\u00e8s loin m\u00eame, des sentiers balis\u00e9s de Sup de Co ou d\u2019HEC, l\u2019autodidacte\u00a0<a href=\"http:\/\/www.liberation.fr\/economie\/2009\/08\/10\/menu-big-boss_575163\" target=\"_blank\" rel=\"noopener\">Jean Pierre PETIT<\/a>\u00a0fait son job et le fait bien\u00a0!<\/p>\n<p>Alors pourquoi soudainement, ces derniers jours, ce vilain et tr\u00e8s ind\u00e9sirable\u00a0<a href=\"https:\/\/news.google.com\/news\/story?ncl=dIoHRxr_WbXUhZMCM1ZUyhe-PSBtM&amp;q=mc+donalds&amp;lr=French&amp;hl=fr&amp;sa=X&amp;ved=0CCwQqgIwAGoVChMIhKKawuSmxwIVyTkUCh2Cbwam\" target=\"_blank\" rel=\"noopener\">accroc<\/a>\u00a0dans une strat\u00e9gie de communication rod\u00e9e et boost\u00e9e comme une F1 sur la ligne de d\u00e9part\u00a0?<\/p>\n<p>A l\u2019heure o\u00f9 l\u2019on d\u00e9zingue (ou glorifie) \u00e0 la vitesse d\u2019un tweet et alors que le web a d\u00e9finitivement ent\u00e9rin\u00e9 la maxime\u00a0<em>verba volent scripta manent<\/em>, comment un groupe de l\u2019envergure de McDo peut-il laisser filtrer une telle Big Boulette dans un menu en apparence si \u00e9quilibr\u00e9.<\/p>\n<p>Car, quand bien m\u00eame la responsabilit\u00e9 en incombe selon toute vraisemblance au franchis\u00e9 et non \u00e0 l\u2019enseigne, c\u2019est \u00e0 elle non seulement d\u2019en assumer le malus mais encore d\u2019en redresser les torts.<\/p>\n<p>Et si finalement il n\u2019y avait qu\u2019une seule r\u00e8gle, une seule \u00e9quation qui pr\u00e9valait pour expliquer de tels incidents\u00a0de parcours : m\u00eame avec le plus parfait des sc\u00e9narios et le plus cons\u00e9quent des budgets, on ne peut jamais pr\u00e9tendre \u00e0 tout contr\u00f4ler.<\/p>\n<p>Le facteur humain en quelque sorte\u00a0: \u00a0<em>errare humanum est\u2026<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>En 2008 McDonald\u2019s donnait \u00e0 d\u00e9couvrir au grand public ce qui demeure sans nul doute, du moins \u00e0 ce jour, une des campagnes les plus efficaces en mati\u00e8re de marque employeur. Piq\u00fbre de rappel\u00a0: Ce spot publicitaire, issu d\u2019une s\u00e9rie de 3 films, occupe en effet une bonne place dans le top 10 des pubs [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":3693,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"video","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-3637","post","type-post","status-publish","format-video","has-post-thumbnail","hentry","category-veille-media-et-digitale","post_format-post-format-video"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>MCDONALD&#039;S : COMME UNE TACHE DE KETCHUP SUR LA MARQUE EMPLOYEUR<\/title>\n<meta name=\"description\" content=\"McDonald&#039;s, leader des fast-food, est pass\u00e9 ma\u00eetre en France en mati\u00e8re de Marque employeur mais nul n&#039;est \u00e0 l&#039;abri d&#039;un incident de parcours.\" \/>\n<meta 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